On your bike

Audi drops an unimpressive hint.

These corporates are frightfully clever, aren’t they? First Round sometimes wonders how private equity firms can keep up. Take Audi, the Volkswagen-owned carmaker, which this month bought iconic motorbike maker Ducati from Italian buyout group InvestIndustrial for a reported $1.1 billion or so.

Before the deal was formally announced, Audi tweeted the picture you see here with the caption: ‘What could this mean?’ 

Well, duh. This is a picture of an Audi next to a Ducati – following weeks of speculation that Audi was on the cusp of buying Ducati. Not exactly a subtle hint, is it? Looks like ‘Vorsprung durch Technik’ doesn’t apply to its social media team…